ABSTRACT
Broad engagement by stakeholders is an important way to manage risks. Under the background of rapid urbanization in China, with the changes in society and living environments, the protection and inheritance of intangible cultural heritage has become a social issue of wide concern. Tourism survival is one of the most effective modes of intangible cultural heritage protection and the tourist is the vital stakeholder in intangible cultural heritage tourism. Tourists’ perception of destination risk is a significant factor affecting their decision-making processes. Based on the tourist perspective, taking Huangshan City as an example, this article adopts the negative importance-performance analysis (IPA) method to quantitatively analyze the perceived risks in the process of utilizing intangible cultural heritage tourism. Targeted measures can then be taken to resolve the negative feelings of tourists. Through rational tourism utilization of intangible cultural heritage, we hope to retain traditional memories and revive traditional cultures.
